Pepsi has launched its new logo with activations across the globe, from the O2 Arena in London to Urbanista Café and Convenience in Yagoona.
The new logo taps into nostalgia while incorporating modern elements, including an updated colour palette that brings a contemporary edge to the classic Pepsi colour scheme.
To celebrate the launch, Pepsi took over iconic global destinations with activations and installations, from the O2 Arena in London to the Nile in Egypt to Urbanista Café and Convenience in Yagoona, NSW.
Eddy Nader, Managing Director of Nader Petroleum Group, said after meeting with Pepsi they decided to do a storefront takeover of the Yagoona site, given its visibility from the Hume Highway.
“Customers see the logo and say they really love it and that it reminds them of back in the day. I think the logo has had a really positive impact, especially on the older generation.
“We’ve seen an increase in the sales of the 600 ml since it was completed, especially at Yagoona, it has had a bit of an impact so far, but it’s still early days.”
Ian Mullan, Asahi Beverages, said the location of the site and its high visibility were appealing factors.
“They’ve done a great job at the Yagoona site. Its really wonderful to hear its piquing the interest of customers.”
Eric Melis, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo, said they wanted to show how Pepsi, through this visual identity change, brings to life its brand platform ‘Thirsty for More’, which is the attitude and mindset the target audience has of always trying new things and living new experiences.
“What better way to showcase the brand’s transformation than through these iconic installations. We’ve always been a bold brand that challenges conventions, challenges the status quo and always puts enjoyment first. Our new visual identity is bold, unapologetic, modern, and iconic.”
The new logo, which first launched in the US, is launching in over 120 countries worldwide through various consumer touchpoints, spanning digital, experiential, and retail.
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